Good Morning Presentation On Advertising Strategies of Electronic Industry (DTH) Guided By: Submitted by: Dr. Sachin Rai Sonam, Swati. Varsha, Vidyut. Vinay & Vijendra.

Presentation

On

Advertising Strategies of Electronic Industry (DTH)

Guided By: Submitted by:

Dr. Sachin Rai Sonam, Swati.

Varsha, Vidyut.

Vinay & Vijendra.

W elcome’s U All in the World Of Electronic Industry…

Facts related With Indian Electronic Industry Market share. One of the major importer of electronic material, components and finished equipments. In the case of exports, the largest share was taken by electronic components, with 47% of total electronic exports. Exports of electronic components have grown at a CAGR of 25% in the last five. In the last four years, production of computers has grown at a compounded annual growth rate (CAGR) of 31%, the highest among the various electronic products in India. This has been followed by communication and broadcast equipment (25%), strategic electronics (20%) and industrial electronics (17%).

Market share.

One of the major importer of electronic material, components and finished equipments.

In the case of exports, the largest share was taken by electronic components, with 47% of total electronic exports. Exports of electronic components have grown at a CAGR of 25% in the last five.

In the last four years, production of computers has grown at a compounded annual growth rate (CAGR) of 31%, the highest among the various electronic products in India. This has been followed by communication and broadcast equipment (25%), strategic electronics (20%) and industrial electronics (17%).

Break Up Of Electronic Industry Growth Rate Computer – 31% C&B – 25% Strategic electronic – 20% Industrial electronic – 17%

Growth Rate

Computer – 31% C&B – 25%

Strategic electronic – 20% Industrial electronic – 17%

WAR IN SKY DIRECT TO HOME

What Is DTH? DTH stands for Direct-To-Home television. A wireless digital audio / video service is delivered through satellite. Terms Related to DTH Service . Digital Decoder (commonly known as set top box) . Viewing Card. DTH operator.

DTH stands for Direct-To-Home television.

A wireless digital audio / video service is delivered through satellite.

Terms Related to DTH Service .

Digital Decoder (commonly known as set top box)

. Viewing Card.

DTH operator.

DTH Services in Indian Market? Idea was 1st proposed in 1996, but they did not pass approval because there were concerns over national security and a cultural invasion. Govt. putted a ban 1997 when the Rupert Murdoch-owned Indian Sky Broadcasting (ISkyB) was about to launch its DTH services in India. Passed approval in 2000 but the signals can be transmitted through Indian satellite. Cost and validity period of DTH license. Law imposed on DTH service providers(51:49). Share of DTH Services in Indian market in India is less then 5%.

Idea was 1st proposed in 1996, but they did not pass approval because there were concerns over national security and a cultural invasion.

Govt. putted a ban 1997 when the Rupert Murdoch-owned Indian Sky Broadcasting (ISkyB) was about to launch its DTH services in India.

Passed approval in 2000 but the signals can be transmitted through Indian satellite.

Cost and validity period of DTH license.

Law imposed on DTH service providers(51:49).

Share of DTH Services in Indian market in India is less then 5%.

Why DTH not Cable? Proper payment. Digital quality picture. Value added services. Better coverage. N no. of channels. Radio facility. Movable. Channel lock facility. Less wiring. No dependency on cable operator.

Proper payment.

Digital quality picture.

Value added services.

Better coverage.

N no. of channels.

Radio facility.

Movable.

Channel lock facility.

Less wiring.

No dependency on cable operator.

PLAYER’S IN D.T.H DISH T.V TATA SKY BIG T.V SUN DIRECT D.D. DIRECT

DISH T.V

TATA SKY

BIG T.V

SUN DIRECT

D.D. DIRECT

ABOUT DISH TV India’s first DTH service provider. Launched in the year Oct 2003. Partnership with the Essel group & Zee TV. CEO- Arun Kapoor. Having 35000 outlets & 2.0 millions subscriber all over in India. Brand Ambassador- Mr. Shahrukh khan. Tag line- “Dish karo wish karo”. Offical partner- Indian Cricket League.

India’s first DTH service provider.

Launched in the year Oct 2003.

Partnership with the Essel group & Zee TV.

CEO- Arun Kapoor.

Having 35000 outlets & 2.0 millions subscriber all over in India.

Brand Ambassador- Mr. Shahrukh khan.

Tag line- “Dish karo wish karo”.

Offical partner- Indian Cricket League.

DISH TV EDGE Going the DTH way has a lot of benefits. You are automatically upgraded to a host of world class features that makes television viewing a pleasurable experience. Have a look at some of the key add on benefits that dishtv brings to your home. Digital Picture Quality. Sterephonic Sound. Geographic Mobility. Uninterrupted Viewing. Capacity up to 400 Channels

Going the DTH way has a lot of benefits. You are automatically upgraded to a host of world class features that makes television viewing a pleasurable experience. Have a look at some of the key add on benefits that dishtv brings to your home.

Digital Picture Quality.

Sterephonic Sound.

Geographic Mobility.

Uninterrupted Viewing.

Capacity up to 400 Channels

PACKAGES Dish Maxi Plus Dish Maxi Dish Welcome Dish Freedom Plus Silver Pack Dish Multi TV Dish Mini Dish A La Carte Channel Preview New Channel Exclusive Channels

Dish Maxi Plus

Dish Maxi

Dish Welcome

Dish Freedom Plus

Silver Pack

Dish Multi TV

Dish Mini

Dish A La Carte

Channel Preview

New Channel

Exclusive Channels

PRICING Dishtv provides you with a range of price offers & schemes, giving you the power to choose from 200 plus channels and services. Whats more, dishtv offers you set top box Free with Rs. 4290 offer. dishtv allows you to choose from a range of packages specific to your needs and pocket. Dish Maxi & Maxi Plus offer Dish Happy Home Offer Hattrick offer . Dish Multi-TV Pricing

Dishtv provides you with a range of price offers & schemes, giving you the power to choose from 200 plus channels and services. Whats more, dishtv offers you set top box Free with Rs. 4290 offer. dishtv allows you to choose from a range of packages specific to your needs and pocket.

Dish Maxi & Maxi Plus offer

Dish Happy Home Offer

Hattrick offer .

Dish Multi-TV Pricing

COST EFFECTIVE SOLUTION MDU

VALUE ADDED SERVICES Movie On Demand. Gaming Astro Active Sports Active News Active EPG Multilingual Services Other Active Services

Movie On Demand.

Gaming

Astro Active

Sports Active

News Active

EPG

Multilingual Services

Other Active Services

KEY INITIATIVES Brand Distribution Product Technology And Innovation Subscribers Services Organization And Infrastructure Future Forecast SMS Services

Brand

Distribution

Product

Technology And Innovation

Subscribers Services

Organization And Infrastructure

Future Forecast

SMS Services

Dish TV-2008 Dishtv launches Active Astro service Dishtv Announces Matrimonial Service “Shaadi Active” South HATTRICK OFFER NDTV Imagine now available on dishtv 9X available on dishtv Dishtv appoints Vinay Agarwal as New CEO ESPN Sports bonanza offer Set Top Box free offer IPL Pack launch Tie-up with NewsX 3 million subscriber base Dishtv Board of director approved rights issue Future Group Mkt tie-up

Dishtv launches Active Astro service

Dishtv Announces Matrimonial Service “Shaadi Active”

South HATTRICK OFFER

NDTV Imagine now available on dishtv

9X available on dishtv

Dishtv appoints Vinay Agarwal as New CEO

ESPN Sports bonanza offer

Set Top Box free offer

IPL Pack launch

Tie-up with NewsX

3 million subscriber base

Dishtv Board of director approved rights issue

Future Group Mkt tie-up

Mode of Advertising Newspapers. Magazines. Canope. Electronic Media. Own Channel. Banners. Hoardings. Direct Mail. Mobiles. Catelouge.

Newspapers.

Magazines.

Canope.

Electronic Media.

Own Channel.

Banners.

Hoardings.

Direct Mail.

Mobiles.

Catelouge.

Mode of Payments. Cheque. Credit card. Itz cash card. Cash deposit.

Cheque.

Credit card.

Itz cash card.

Cash deposit.

Rs 16000-crore regional Tamil language Indian cable television network based in Chennai ,Tamilnadu Established in 1993 DTH service started on 7 th December,2007 Offers 20 television channels in four languages, generally targeting southern Indian viewers 80:20 joint venture between the Karunanidhi Maran family and the Astro Group of Malaysia

Rs 16000-crore regional Tamil language Indian cable television network based in Chennai ,Tamilnadu

Established in 1993

DTH service started on 7 th December,2007

Offers 20 television channels in four languages, generally targeting southern Indian viewers

80:20 joint venture between the Karunanidhi Maran family and the Astro Group of Malaysia

First one to adopt the advanced MPEG4 technology Better compression and signal quality First one ready to offer HD TV ( High definition ) content DVD quality entertainment at an affordable price Supported by Irdeto's conditional access solution Channels in other languages also Large footprint/coverage

First one to adopt the advanced MPEG4 technology

Better compression and signal quality

First one ready to offer HD TV ( High definition ) content

DVD quality entertainment at an affordable price

Supported by Irdeto's conditional access solution

Channels in other languages also

Large footprint/coverage

1.4 million subscribers in south India making it the largest and most popular DTH service provider in south India Expect to reach 3 million plus subscribers in the southern region by the end of this fiscal

1.4 million subscribers in south India making it the largest and most popular DTH service provider in south India

Expect to reach 3 million plus subscribers in the southern region by the end of this fiscal

Tamil Channels Malayalam Channels Telugu Channels Kannada Channels Music Channels Movie Channels Doordarshan Channels FM Channels News Channels English [General Entertainment] Hindi [General Entertainment] Regional [General Entertainment] Devotional Channels

Tamil Channels

Malayalam Channels

Telugu Channels

Kannada Channels

Music Channels

Movie Channels

Doordarshan Channels

FM Channels

News Channels

English [General Entertainment]

Hindi [General Entertainment]

Regional [General Entertainment]

Devotional Channels

Minimum Subscription for any package is 3 months. To avail any New Package the basic package must be active for minimum of the same period. 20 add on packages ranging between Rs.10 to Rs.115 per month in North India Offers a basic package of over 130 + channels for a reasonable introductory offer of Rs.999( 10 months subscription) along with free Dish and Set top box and Rs 1000 towards installation charges

Minimum Subscription for any package is 3 months. To avail any New Package the basic package must be active for minimum of the same period.

20 add on packages ranging between Rs.10 to Rs.115 per month in North India

Offers a basic package of over 130 + channels for a reasonable introductory offer of Rs.999( 10 months subscription) along with free Dish and Set top box and Rs 1000 towards installation charges

As a part of expansion plans, the company plans to invest around Rs. 150 crore for marketing Ready to offer High Definition Television (HDTV) Have now launched their operations in Punjab, Himachal Pradesh, Haryana and Jammu & Kashmir

As a part of expansion plans, the company plans to invest around Rs. 150 crore for marketing

Ready to offer High Definition Television (HDTV)

Have now launched their operations in Punjab, Himachal Pradesh, Haryana and Jammu & Kashmir

Official Website Of BIG TV

Reliance Big TV DTH Service Official launch on August 19th in Mumbai . Plans to launch “Big TV DTH” service across India in 6,500 town. Provide 250 TV channels and 16 on demand movies at an attractive price. Selected as the official DTH partner for Indian Premier League form for the next 4 years. At present 50,000 subscribers-35,000 in Mumbai & expects around 60 million by 2015. Big TV looking to capture 40 per cent of the market share within one year

Official launch on August 19th in Mumbai .

Plans to launch “Big TV DTH” service across India in 6,500 town.

Provide 250 TV channels and 16 on demand movies at an attractive price.

Selected as the official DTH partner for Indian Premier League form for the next 4 years.

At present 50,000 subscribers-35,000 in Mumbai & expects around 60 million by 2015.

Big TV looking to capture 40 per cent of the market share within one year

Continue… Bangalore was chosen as backup site for Big TV. Big TV is planning to launch " Experience counters " at their retail outlets. Big TV planning to acquire more than 5 lakh customers within 6 months of commercial launch through 700 distributors and 1,20,000 retail outlets and spend more than Rs. 2,000 cr in the next 2 years .

Bangalore was chosen as backup site for Big TV.

Big TV is planning to launch " Experience counters " at their retail outlets.

Big TV planning to acquire more than 5 lakh customers within 6 months of commercial launch through 700 distributors and 1,20,000 retail outlets and spend more than Rs. 2,000 cr in the next 2 years .

BIG TV Edges Provides MPEG-4 quality channels for better viewing experience. Lowest tariff offers. Niche foreign channels for high end customers which are not provided by current DTH service operators. Provide 200 TV channels in the initial stage. 12 satellite transponders. Set top boxes will have Digital Video Recording facility. Easy programming guide & 24x7 Customer Service. Interactive services & Parental control.

Provides MPEG-4 quality channels for better viewing experience.

Lowest tariff offers.

Niche foreign channels for high end customers which are not provided by current DTH service operators.

Provide 200 TV channels in the initial stage.

12 satellite transponders.

Set top boxes will have Digital Video Recording facility.

Easy programming guide & 24x7 Customer Service.

Interactive services & Parental control.

Offers and Advantages Rs 1,000 installation charges including STB (Set Top Box). Cheapest package starts at Rs 100. Provide 20 movies a week & radio station. “ Mozit” technology- 12 channel previews at one time. Attractive packages in alliance with LCD TV manufacturers. Multichannel previews per screen & Personalized top 10 channel list. Launching offer.

Rs 1,000 installation charges including STB (Set Top Box).

Cheapest package starts at Rs 100.

Provide 20 movies a week & radio station.

“ Mozit” technology- 12 channel previews at one time.

Attractive packages in alliance with LCD TV manufacturers.

Multichannel previews per screen & Personalized top 10 channel list.

Launching offer.

Brand Ambassador Of BIG TV Bollywood star Abhishek Bachchan is the brand ambassador.

Bollywood star Abhishek Bachchan is the brand ambassador.

Packages Offered Popular Pack Premium Pack South Premium Pack MAX Pack South MAX Pack Regional Pack

Popular Pack

Premium Pack

South Premium Pack

MAX Pack

South MAX Pack

Regional Pack

Promotional Offers Price of Big TV set top box: Rs 1,000- 1,200. Subscription package: Rs 200- 300. Aggressive and attractive offers like free STB and LCD+ Big TV etc. Complete channel package may available at around Rs 250. The company has planned 10,000 hoardings, 15,000 television advertising spots, 20,000 radio spots and 500 newspaper inserts. Cross-bundling with Big Cinemas and Adlabs

Price of Big TV set top box: Rs 1,000- 1,200.

Subscription package: Rs 200- 300.

Aggressive and attractive offers like free STB and LCD+ Big TV etc. Complete channel package may available at around Rs 250.

The company has planned 10,000 hoardings, 15,000 television advertising spots, 20,000 radio spots and 500 newspaper inserts.

Cross-bundling with Big Cinemas and Adlabs

Continue …. Launched a scheme for Reliance Energy customers Packages for 1.6 million PCO owners Likely to bundle offers like discounts on 26-inch LCD television sets along with its subscription. Plans for the launch of its digital video recorder (DVR)-mid October

Launched a scheme for Reliance Energy customers

Packages for 1.6 million PCO owners

Likely to bundle offers like discounts on 26-inch LCD television sets along with its subscription.

Plans for the launch of its digital video recorder (DVR)-mid October

About DD Direct+ DD DIRECT+ is India's first and only FTA Direct-To-Home (DTH) Service from Prasar Bharti. Launched in India on16 th Dec.04. The prime duty Network of more than transmitters spread throughout the country.

DD DIRECT+ is India's first and only FTA Direct-To-Home (DTH) Service from Prasar Bharti.

Launched in India on16 th Dec.04.

The prime duty

Network of more than transmitters spread throughout the country.

Continue …. Doordarshan has also come up with an alternative to get the required reach with an alternate technology option “Ku-band broadcasting” which is envisaged for the coverage of remaining population

Doordarshan has also come up with an alternative to get the required reach with an alternate technology option “Ku-band broadcasting” which is envisaged for the coverage of remaining population

Why DD Direct: FAT DTH service provider. Offering bouquet of 50 channels. Cheap and affordable. Radio channels can also be listened. Better picture quality. High coverage.

FAT DTH service provider.

Offering bouquet of 50 channels.

Cheap and affordable.

Radio channels can also be listened.

Better picture quality.

High coverage.

DTH: A flourishing Industry in India The DTH market today is less than 5% of the total TV market. Populated by 4 players Expected players 6 million DTH market –double with reliance entry. Players reach New DTH brand India's pay TV market 137mn -2012 DTH subscribers base-38mn-2012

The DTH market today is less than 5% of the total TV market.

Populated by 4 players

Expected players

6 million DTH market –double with reliance entry.

Players reach

New DTH brand

India's pay TV market 137mn -2012

DTH subscribers base-38mn-2012

Competition is good! Airtel and Videocon DTH launch in September -. Big TV has start its DTH operations from August 15 while Airtel and Videocon may launch their DTH services in September Indian DTH players : 1. Dish TV: Largest private DTH player. 2. Tata Sky: More than 2 million customers. 3. DD Direct: Free service. 4. Sun Direct: Strong player in South India. 5. Big Digital TV (Reliance Communications): Big expectations. 6. Airtel Digital TV: It will be launched in September. 7. Videocon DTH: It may be launched in October.

Airtel and Videocon DTH launch in September -. Big TV has start its DTH operations from August 15 while Airtel and Videocon may launch their DTH services in September

Indian DTH players : 1. Dish TV: Largest private DTH player. 2. Tata Sky: More than 2 million customers. 3. DD Direct: Free service. 4. Sun Direct: Strong player in South India. 5. Big Digital TV (Reliance Communications): Big expectations. 6. Airtel Digital TV: It will be launched in September. 7. Videocon DTH: It may be launched in October.

Bollywood war on DTH turf Indian DTH players are depending on Bollywood stars to build their brand image among Indian viewers Tata sky-A.K. Dish TV-SRK Big TV-A.B. Sun direct D2H(videocon) or airtel bharti

Indian DTH players are depending on Bollywood stars to build their brand image among Indian viewers

Tata sky-A.K.

Dish TV-SRK

Big TV-A.B.

Sun direct

D2H(videocon) or airtel bharti

WAR IN THE SKY HOTS UP Own Vouchers Itz Cards Payments No Yes No Active Darshans 6 6 32 Exclusive Channels 6500 3500 4400 Towns covered no no yes Radio 1 lakh 35000 35000 Outlets 50000 1.5mn 2.0mn Subscribers 250 140 180 Channels MPEG-4 MPEG-2 MPEG-2 Technology 3rd 2 nd Market positions

Strengths For Future High growth chances. Foreign technology. Standard product. Active news, active cooking, active learning. Language option. Bargaining prices

High growth chances.

Foreign technology.

Standard product.

Active news, active cooking, active learning.

Language option.

Bargaining prices

SKY IS THE LIMIT Advertising strategies Pricing Promotional activities

Advertising strategies

Pricing

Promotional activities